Social media needs to mature in 2013 for brands to really take advantage of its potential. Up to now we’ve mostly seen exercises. We’ve seen tests. Brands hire a social media Manager and then sit back thinking the job is done.
The next, critical stage is to investigate how social media can help with business transformation, to make business processes more effective. Brands needs to understand that social media is not just about Twitter and Facebook, Likes and Fans. It’s about how social media can drive innovation and big ideas.
There are a lot of brands with big Facebook pages but no proper monitoring or analysis of them. Lots of social media monitoring companies have sprung up but all a marketer gets is a new report. The question is what actions this generates to affect business change.
Another important theme for 2013 is collaborative commerce, such as collaborative consumption companies like Airbnb and Whipcar. This is an area brands need to get involved in and help facilitate.
Finally, London always has a very strong technology focus. Just look at Amazon announcing its London launch of its digital media office. Certainly in Western Europe, the UK is ahead in terms of the number of companies getting involved and trying out new technologies.
But as an industry we now we need to showcase countries that are even further ahead, such as South Korea. We need to look to these countries to help show brands what the potential is.
Original Article: http://empty13.com/social-media-needs-to-grow-up-in-2013/